Magento Business Intelligence Help Center

Analyzing Website Activity and Customer Conversion Rates

Magento BI allows you to easily integrate your advertising cost data with the rest of your data. This not only enables you to understand your website activity, but empowers you to derive the percentage of visitors on your website that become a registered user or make a purchase.

In this article, we demonstrate how to set up a dashboard that will track your website activity - including pageviews, sessions and users - as well as your customer conversion rate over time.

 

Prerequisites

Import your advertising cost data | Connect Google AdWords to Magento BI - this will automatically sync your AdWords spend in Magento BI. 

Track user acquisition channel data | In order to tie your Google AdWords data to specific orders in your database, we need to track user acquisition via Ecommerce in Google Analytics, allowing us to connect each order with a utm source and medium.

 

User acquisition campaigns

This collection of reports is built using the following:

  • Metrics that are automatically generated when you connect your Google AdWords data
  • Basic metrics that should already be available on your account, like Number of orders and New users
  • Dimensions created when joining your Google Ecommerce data to your database, like order’s utm source and order’s utm medium. Please contact our support team if these fields are not currently available in your account

 

Building your reports

A. Let's start by creating a report that shows the number of pageviews, sessions and users over time:

  1. Create a new report
  2. Click the green Add Metric button, then mouse over the “Google Analytics” section at the bottom of the dropdown and select “Page Views”
  3. Add another metric, again mousing over the “Google Analytics” section, this time selecting “Sessions”
  4. Add a third metric, again mousing over the “Google Analytics” section, this time selecting “Users”
  5. Now change your time period to a moving range, from 31 days ago to 1 day ago, and adjust the time interval to “by day”
  6. Give your report a name (e.g., “Pageviews, sessions and users by day”), and click the green Save button

B. Our second report will look at the number of pageviews over the past year:

  1. Create a new report
  2. Click the green Add Metric button, mouse over the “Google Analytics” section at the bottom of the dropdown and select “Page Views”
  3. Change your time period to a moving range, from 13 months ago to 1 month ago, and adjust the time interval to “by month”
  4. Give your report a name, like “Pageviews by month,” and click the green Save button

C. The third chart will look at the bounce rate over the past year:

  1. Create a new report
  2. Click the green Add Metric button, mouse over the “Google Analytics” section at the bottom of the dropdown and select “Bounce rate”
  3. Change your time period to a moving range, from 13 months ago to 1 month ago, and adjust the time interval to “by month”
  4. Give your report a name, like “Bounce rate by month,” and click the green “Save” button

D. Now let’s take a look at the average session length of new visitors compared to returning visitors:

  1. Create a new report
  2. Click the green Add Metric button, mouse over the “Google Analytics” section at the bottom of the dropdown and select “Average Session Length”
  3. Change your time period to a moving range, from 13 months ago to 1 month ago, and adjust the time interval to “by month”
  4. Add a “Group by” and select “New or returning visitor.”  Check the “Show All” box; then click the blue Apply button
  5. Give your report a name, like “Average session length,” and click the green Save button

E. Next, let’s take a look at your top referring domains in the last 30 days:

  1. Create a new report
  2. Click the green Add Metric button, mouse over the “Google Analytics” section at the bottom of the dropdown and select “Sessions”
  3. Change your time period to a moving range, from 31 days ago to 1 day ago, and adjust the time interval to “none”
  4. Add a “Group by” and select “ga:source.”  Check the “Show All” box; then click the blue Apply button
  5. Add another “group by” and select “ga:medium.” Again, check the “Show All” box; then click Apply
  6. Give your report a name, like “Top 20 Referring Domains, 30 Days,” and click the green Save button

F. Finally, the pièce de résistance--let’s take a look at conversion!

  1. Create a new report
  2. Add the following metrics:
    • New users
      • Click Hide beneath the metric name
    • Number of orders
      • Add a filter for “Customer’s order number” = 1 and click Apply
      • Rename the metric by clicking on the metric name, calling it “Number of first orders;” then click Hide
    • Number of orders
      • Hide the metric
    • Users
      • Hide the metric
  3. Change the time period to “24 months ago to now,” and adjust time interval to “by month”
  4. Add the following formulas by clicking the Formula button
    • A/D then click the Apply button
      • Rename the formula “Registration conversion”
    • B/D then click the Apply button
      • Rename the formula “First order conversion”
    • C/D then click the Apply button
      • Rename the formula “Any order conversion”
  5. Now give your report a name, like “Conversion by month,” and then click the green Save button

 

Next steps

Now that you have access to data on your your web traffic and conversion rates, you can begin to mine this to drive business decisions. Which sites are best at driving traffic to your site?  Which of your campaigns are most effective at acquiring customers with the high lifetime value?


As you adjust ad spending and marketing strategy, you can continue to track the results in Magento BI, iterating on this dashboard to meet your company’s evolving priorities.

Was this article helpful?
0 out of 0 found this helpful

Comments

Powered by Zendesk